1. Introduction
   1. Definition
      1. Marketing, using the Internet
         1. Different medium but governed by the same rules as marketing through any other medium
      2. Most closely resembles direct marketing
         1. Informercials
         2. Direct mail
      3. The key considerations aren't any different than marketing through other mediums
   2. Key Advantage
      1. Most other mediums (TV, Magazines, Radio) require you to interrupt the person to deliver your message
   3. Birds eye view
      1. Build web site
      2. Get people to visit it
      3. Get visitors to buy your stuff
      4. Some do, some don't
2. Inventory
   1. What do you have?
   2. How do you sell it?
   3. How do you deliver it?
   4. What variations and permutations are available?
3. Target
   1. Who do you want to sell to?
   2. If you build it, they will come is a myth
   3. Create profiles for your target buyers
      1. Name
      2. Background
      3. Home life
      4. Challenges
   4. Why do they want to buy?
      1. A niche is only useful if people want to pay for what you have
4. Research
   1. Keywords
      1. Covered in detail in SEO module
      2. Short tail
         1. Your "root keywords"
         2. 1-2 word phrases
         3. Either
            1. What you have
            2. What people are looking for
            3. Example:
            4. Toastmasters vs Public Speaking
         4. Use
            1. Categories for web site design
            2. Focus
      3. Long tail
         1. Not simply longer keyword phrases
            1. Represents what people are really looking for
            2. Coincide with greater motivation
         2. Provides better conversion
            1. Golf vs buy ping golf clubs
         3. Use for individual content pages
            1. 500-1000 phrases
      4. Considerations
         1. Not all markets are well-suited for SEO
            1. Some keywords simply don't support enough traffic to justify the effort
            2. Seek other methods of building an audience
   2. Competition
      1. Who is out there?
         1. Google
         2. Alexa
      2. No competition?
         1. Possibilities
            1. Delusional
            2. You haven't done any real research
            3. Bad market
            4. True
            5. If you build it, they will come. Is a myth.
            6. You're creating a new market
            7. This is still a problem. How will people find you?
            8. What else will you do to promote yourself to drive traffic
            9. What keywords can you use, that do get traffic, so you can build a bridge to yourself?
            10. Those keywords will have competition
            11. Those people aren't looking for you, so you'll need to get their attention and bridge them to you
5. Build
   1. Key concept
      1. Content is virtual real estate
      2. Each piece of high quality content you build expands your empire and authority in a market place
      3. Examples:
         1. Amazon.com
         2. Wikipedia.org
         3. YouTube.com
         4. All provide easily indexed pages which contain lots of content. Content that people are interested in.
6. Promote
   1. Promote means, "to make known"
   2. Social media
      1. Build an audience by sharing your best content and adding value to the community
      2. Engage by asking questions and positioning yourself as someone with interest in your market
      3. Build a strong personal brand and position yourself as an authority in your market